Agenda - Search & Email Marketing Day

Tuesday, 6 July | Registration fees apply

The following Agenda is correct as at 1 April, 2010. Topics and speakers may be subject to change without notice.

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Search marketing and email marketing are two of the most powerful e-marketing mediums employed by online and multichannel retailers today. Both are highly effective in boosting sales and driving traffic to web stores, and email marketing leads the way for building relationships and loyalty among shoppers.

Search & Email Marketing Day is a one-day pre-conference intensive designed to provide e-retailers with the knowledge and know-how for maximising search and email marketing programs. The event brings together a top-shelve speaker faculty led by experienced e-retailers and search/email marketing professionals. Produced specifically for internet retailers, all content is e-commerce relevant and spread across two dedicated tracks.

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FEATURE SPEAKER: Marketing 2.0: Reaching and Retaining Customers in a Web 2.0 World

8:35am, Tuesday 6 July, General Session
Online retailers are in a tricky position: They're drawn to the cutting-edge of Web 2.0 technology and the buzz surrounding social media, but when it comes to their bottom line, they're a conservative bunch. The surest return on investment is still in tried-and-true online marketing channels like email and search, and in traditional website 'best practices'. So what's the best strategy for exploring the new Web 2.0 opportunities, without neglecting your focus on ROI?

Ecommerce veteran and author Tom Funk will share case studies and practical examples of how companies large and small are taking advantage of Web 2.0 trends to drive more traffic, sales, and customer loyalty. We'll look at the impact of customer ratings and reviews, Twitter and Facebook campaigns, advertising on social networks, and effective use of streaming media and Ajax to create more dynamic ecommerce websites. We'll also explore how Web 2.0 is changing search and email -- those two crucial pillars of ecommerce revenue.

• Tom Funk, VP of Marketing, Timberline Interactive

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Changing the Game in 2010: The New Order of SEM And How YOU Can Take Advantage

9:20am, Tuesday 6 July, Track 1
Search marketing is easy to get into, very hard to get right! Many retailers make fundamental search marketing mistakes without ever realising it. It could be costing you money right now! This insightful session exposes the biggest myths and the most classic mistakes in search marketing, and tells you how to fix them. Delivering strategic solutions to search marketing problems using real world examples, this session is guaranteed to add value.

• Mark Baartse, Consulting Director, First Rate

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7 New Email Marketing Tactics to Boost Retail Sales and Customer Loyalty

9:20am, Tuesday 6 July, Track 2
Learn how to stand apart from the marketing emails flooding inboxes and avoid your sales messages getting lost. Or deleted. Or worse, reported as spam. Incorporate seven new can't-miss email marketing tactics to position your program above the competitive fray. In this session, you'll learn how to secure customer comments and create brand ambassadors, capture lost revenue with a shopping cart abandonment program, send the right message at the right time to the right customer, and take your program 'on the road' with SMS. You'll also discover the latest results from Silverpop's Top 100 Online Retailer email marketing study and how we compare with the US Top 500 online retailers.

• Jeff Clark, CEO, Engage Digital/Silverpop

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The Science of Keyword Management: Getting More of the Traffic You Want and Less of the Traffic You Don't

9:55am, Tuesday 6 July, Track 1
Better keyword management isn't just a nice to have; it's increasingly becoming critical to your bottom line. According to Jupiter Research's Paid Search Forecast, 2008 to 2013, average keyword prices are set to rise more than 25% over the next five years. With keyword costs rising quickly, it's critical that every keyword in your portfolio deliver maximum value. By selecting the right keywords you can reduce the number of untargeted clicks you get, reducing your costs. But it doesn't stop there. Eliminating unwanted clicks increases the click-through rates for your ad groups, leading to higher quality scores, lower CPCs, and increased conversions. This session will walk you through best practice keyword management:

- Exact-word matches, phrase matches and broad matches - the differences and how to use them.
- How to create variations on your keywords to get best traffic.
- When to pause or eliminate keywords, and when to juice them upHow to manage negative keywords and get the right balance between including and excluding keywords.
- Identifying your bounce rates
- Understanding the benefits and dangers of inserting the customer's search term into search ad copy.

• Frank Grasso, CEO, e-channel Online

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Cross Channel Email Marketing: Using On-Demand and Direct Database Marketing to Drive Sales and Foster Shopper Loyalty

9:55am, Tuesday 6 July, Track 2

• Rob Stanley, Managing Director - Asia Pacific and Japan, KatalystM
  
• Sarah Hayden, CRM & Online Manager, Jeanswest

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It's the Quality That Counts: How to Keep Your Quality Score High

10:55am, Tuesday 6 July, Track 1
A lot of e-retailers incorrectly assume the advertiser who bids the highest amount per click will gain the top position in the sponsored links of Google and other search engines. This is not the case. Quality Score can influence both the rank and cost per click of ads. There are a number of variables that determine your Quality Score. In this session, you'll learn how to manage a quality score, understand how click-through rates affect your score, how your quality score relates to how much you should bid, how to create landing pages that improve your quality score, and much more.

• Kate Conroy, AdWords Product Specialist, Google Australia

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Video-in-Email: The Next Generation in Email Marketing

10:55am, Tuesday 6 July, Track 2
Video is becoming a highly powerful customer engagement and merchandising tool in online retail, and email is a natural fit for extending the video reach. Find out here how video-in-email is set to have a massive impact on email marketing, and how you can take advantage through:

- Understanding embedding method
- Creating purpose-built video-in-email content
- Compatibility with email clients
- Integrating video with text email marketing

• Justin Foster, Co-Founder and VP Market Development, Liveclicker

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Site Search: Beyond Search Results for Improved Traffic and Conversions

11:30am, Tuesday 6 July, Track 1
The old approach to site search is to help shoppers find products. But site search can also provide powerful data that retailers can use for search marketing and optimisation. In this session, Jason Miller from Motorcycycle Superstore will share how they utilise site search technology to maximise their search strategy and website content to drive conversion. You will discover that products have many different names depending on who is asking the question, you will learn how to find the long tail keywords your customers are after, and how to maximise them in a way to convert shoppers at a higher percentage. You'll also gain insights into how good site search can help you find new products to stock and refine product descriptions so shoppers can get to products faster. After attending this session, you will want to rethink your site search strategy.

• Jason Miller, VP of Technology, Motorcycle Superstore

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Fostering Desire: How To Use Email To Gain Customers For Life

11:30am, Tuesday 6 July, Track 2
Forget 'batch and blast' emails that speed their way straight from your customers' inbox into the recycling bin. This session focuses on using CRM, intelligence and analytics to create segmented, personalised and engaging email communications that will have customers waiting for with breathless anticipation. Using proven examples, learn how to continue to build on each campaign by tracking qualitative and quantitaive measures, creating customers for life.

• David Blakers, CEO, Salmat Interactive
• Shannon Curtis, Digital Communications Manager, Target Australia

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CASE STUDY: How Zazzle.com Supercharged its Search Efforts for the Holiday Season

12:05pm, Tuesday 6 July, Track 1
How does one of the world's most innovative e-retailers boost holiday sales by over 100% when industry-wide sales only went up 2% for the same period?A deliberate focus on search marketing and a highly targeted keyword strategy achieved amazing results. That, coupled with more personalised, relevant email marketing made an extraordinary difference over a short holiday period. Find out how Zazzle did it, and how you can apply targeted search and email strategies to your business.

• Jason Kang, SVP of Marketing & International Markets, Zazzle

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CASE STUDY: One-to-One Merchandising: The Ultimate in Personalised Email Marketing

12:05pm, Tuesday 6 July, Track 2
How personal can you get? Erick will discuss Motorcycle Superstore's innovative emarketing strategy, C.A.N.I (constant and never-ending improvement) and their never-ending quest to maximise email effectiveness. Attendees will learn how to use critical data gained from customers' on-site browsing behaviour to tailor targeted, relevant merchandising campaigns via email. Erick will share key learnings from the Motorcycle Superstore email marketing experience and discuss how that informs future email merchandising and marketing strategies.

• Erick Barney, VP of Marketing, Motorcycle Superstore
  

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LIVE REVIEW: Top Design Tips to Boost SEO Rankings

12:40pm, Tuesday 6 July, Track 1
Unravelling the mysteries of search engine optimisation is a challenge that perplexes many retailers. Why does brand X rank higher than brand Y? The ins and outs of how consumers search and how search engines rank sites will be revealed in this enthralling interactive session. Audience members get to nominate sites for review and see two highly experienced SEO experts dissect and analyse the sites LIVE. This session is guaranteed to open your eyes to the possibilities and show just how you can achieve better search results.

• Barry Smyth, Director, No Drama Media
• Chris Thomas, Chief Search Engineer, Reseo

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Email Optimisation: Modern Rules For Maximising ROI

12:40pm, Tuesday 6 July, Track 2
An abundance of channels to market is both an opportunity and a threat for the email marketing channel. Learn how to make the most of your email marketing efforts to maximise ROI by optimising email content, increasing relevance, adding value and generating high response rates. Innovative examples and detailed demonstrations of email optimisation will open the minds of attendees to new possibilities and strategies for taking their email marketing efforts to new heights.

• Andrew Martin, Sales Director, ExactTarget APAC
  

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Get Your Customers Talking: How User-Generated Content Increases Email and Search Marketing Results

2:00pm, Tuesday 6 July, General Session
Consumers trust the authentic feedback and opinions of their peers. The impact of customer reviews on product conversion and sales is well known, but did you know that user-generated content such as reviews can also increase your website's natural search performance? And when customer reviews appear in email marketing campaigns, click-through and conversion rates increase dramatically. If you're not inviting your customers to openly share their feedback on product purchases and service, you're missing out on a tried and true strategy for increasing quality website traffic and sales. In this session, learn how top brands put user-generated content into action and saw instant and measurable results.

• Brant Barton, Co-founder and Chief Innovation Officer, Bazaarvoice

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20+ Things You Can Do Next Week to Improve Your Email and Search Marketing Results

2:0pm, Tuesday 6 July, General Session

• Paul Cross, CEO, Eservices